This paper analyses Dutch sentences from a commercial campaign which make use of the ‘X is zo NP/VP’-construction. I consider this to be a construction (cf. Goldberg 1995; Verhagen 2005), not only because of its template-like character in which the adverb zo is followed by an unusual phrase type, but also because of its unexpected semantic properties. The analysis of this construction reveals a part of the Dutch ‘constructicon’.